Table 1. The EmoTraits model 
The methodology behind EmoTraits segmentation
Become a specialist in each emotion
The happiests (exhilaration/joy) – 15% of the Canadian population (14 years and over) 
The explorers (astonishment/surprise) – 13% of the Canadian population (14 years and over) 
The materialists (anger/frustration) – 16% of the Canadian population (14 years and over) 
The saddests (sadness/boredom) – 15.8% of the Canadian population (14 years and over) 
The Cautious (fear/anxiety) – 23.5% of the Canadian population (14 years and over) 
The Princesses (disgust/discomfort) – 16.7% of the Canadian population (14 years and over) 
Table 2. Active attention, passive attention and inattention
Table 3. Total attention 
Good advice from Byron Sharp 
Table 4. Broader targeting means higher profits
What are Category Entry Points (CEP) ?
Table 5. Your Categogy Entry points based on EMOTRAITS segmentation 
Media presence: concentrated or sustained ? 
Table 6. Sales effectiveness index according to duration of media presence 
The importance of Reach 
Table 7. The number of seconds of active attention according to the media 
The long-term profitability multiplier 
Table 8. Long-term profit multiplier according to media 
Table 9. Primary emotions and secondary combinations: 40 emotions 
What was the brand advertised ? How to Make Your Brand Distinctive 

Analysis series on daily media consumption 
Table 10. A) ZI indices, rank 1 to 29, specific English-speaking media over one day 
Table 10. B) ZI indices, rank 30 to 58, specific English-speaking media over a day 
Table 10. C) ZI indices, rank 59 to 87, specific English-speaking media over a day 
Table 10. D) ZI indices, rank 88 to 105, specific English-speaking media over a day 
Table 11. A) ZI indices, rank 1 to 29, specific French-speaking media over one day 
Table 11. B) ZI indices, rank 30 to 43, specific French-speaking media over one day 
Table 12. A) ZI indices, rank 1 to 29, generic media over one day 
Table 12. B) ZI indices, rank 30 to 58, generic media over one day 
Table 12. C) ZI indices, rank 59 to 87, generic media over one day 
Table 12. D) ZI indices, rank 88 to 116, generic media over one day 
Table 12. E) ZI indices, rank 117 to 145, generic media over one day 
Table 12. F) ZI indices, rank 146 to 174, generic media over one day 
Table 12. G) ZI indices, rank 175 to 203, generic media over a day 
Table 12. H) ZI indices, rank 204 to 214, generic media over one day 
Table 13. A) Inattention indices for media consulted simultaneously, rank 1 to 15 
Table 13. B) Inattention indices for media consulted simultaneously, rank 16 to 32 
Analysis series on weekly media consumption 
Table 14. A) ZI indices, rank 1 to 29, specific English-speaking media over a week 
Table 14. B) ZI indices, rank 30 to 58, specific English-speaking media over a week 
Table 14. C) ZI indices, rank 59 to 87, specific English-speaking media over a week 
Table 14. D) ZI indices, rank 88 to 116, specific English-speaking media over a week 
Table 14. E) ZI indices, rank 117 to 145, specific English-speaking media over a week 
Table 14. F) ZI indices, rank 146 to 147, specific English-speaking media over a week 
Table 15. A) ZI indices, rank 1 to 29, specific Quebec media over a week 

Table 15. B) ZI indices, rank 30 to 58, specific Quebec media over a week 
Table 15. C) ZI indices, rank 59 to 79, specific Quebec media over a week 
Table 16. A) ZI indices, rank 1 to 29, generic media over one week 
Table 16. B) ZI indices, rank 30 to 58, generic media over one week 
Table 16. C) ZI indices, rank 59 to 87, generic media over one week 
Table 16. D) ZI indices, rank 88 to 116, generic media over one week 
Table 16. E) ZI indices, rank 117 to 146, generic media over one week 
Table 16. F) ZI indices, rank 147 to 175, generic media over one week 
Table 17. Comparison of display types: static vs digital 
Analysis series on monthly media consumption 
Table 18. A) ZI indices, rank 1 to 29, specific English-speaking media over one month 
Table 18. B) ZI indices, rank 30 to 58, specific English-speaking media over one month 
Table 18. C) ZI indices, rank 59 to 87, specific English-speaking media over one month 
Table 18. D) ZI indices, rank 88 to 116, specific English-speaking media over one month 
Table 18. E) ZI indices, rank 117 to 145, specific English-speaking media over one month 
Table 18. F) ZI indices, rank 146 to 174, specific English-speaking media over one month 
Table 18. G) ZI indices, rank 175 to 203, specific English-speaking media over one month 
Table 18. H) ZI indices, rank 204 to 232, specific English-speaking media over one month 
Table 18. I) ZI indices, rank 233 to 261, specific English-speaking media over one month 
Table 18. J) ZI indices, rank 262 to 288, specific English-speaking media over one month 
Table 19. A) ZI indices, rank 1 to 29, specific Quebec media over one month 
Table 19. B) ZI indices, rank 30 to 58, specific Quebec media over one month 
Table 19. C) ZI indices, rank 59 to 87, specific Quebec media over one month 
Table 19. D) ZI indices, rank 88 to 105, specific Quebec media over one month

Table 20. A) ZI indices, rank 1 to 29, generic media over one month 
Table 20. B) ZI indices, rank 30 to 58, generic media over one month 
Table 20. C) ZI indices, rank 59 to 87, generic media over one month 
Table 20. D) ZI indices, rank 88 to 116, generic media over one month 
Table 20. E) ZI indices, rank 117 to 145, generic media over one month 
Table 20. F) ZI indices, rank 146 to 158, generic media over one month 
Table 21. Performance of different social networks 
The 25 best media properties in Quebec and the rest of Canada (total attention) 
Table 22. The 25 best media properties in Quebec (total attention) 
Table 23. Top 25 media properties in the rest of Canada (full attention) 
Conclusion